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Here’s Proof That a Good DJ Can Make You Drink Less

Aiming to send a message about responsible drinking, Heineken conducted an unscientific experiment that found clubgoers drank about 41% less when DJ Armin van Buuren was behind the turntable. That’s because they were dancing rather than drinking.

The experiment, shown in the above video, is Heineken’s latest attention-grabbing stunt. Previously, the company, which positions itself as the beer of choice for cosmopolitan, adventuresome types, set up a “departure roulette” at New York’s John F. Kennedy International Airport to woo spontaneous travelers. It also blindfolded two men, handcuffed them together and dropped them off on an island — all in the name of branding. Read more…